Digital Body Language

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Marketing Dashboard: Passive Discovery

Digital Body Language

Each conversation or engagement that happens in the public domain, whether a discussion on LinkedIn or an interaction on Twitter creates an opportunity for another viewer to see the discussion and engage with the content being talked about. This thinking needs to be applied to all areas of the revenue engine, and each has its own unique challenges. This view is instructive in two ways.

Virgin America tackles cross-identity marketing

Digital Body Language

Sure enough, within 30 minutes, Twitter notified me that Virgin America was following me. All that is needed is to recognize the match between different identities (my email address and my Twitter handle), and then follow. Social media Twitter IdentityI just took a flight on Virgin America from San Francisco to Toronto. At the same time, an interesting thing happened that caught my attention and made me wonder about their innovations in the marketing realm also. As I had just engaged with them, this was not something I saw as intrusive, so I of course followed back.

The Results: Is B2B Content "Likeable"

Digital Body Language

Put more simply, is B2B content as likely to be shared in the social atmosphere of Facebook as it is to be shared in the more hybrid social/business atmosphere of Twitter. While I will admit that I personally am more active on Twitter than on Facebook, I gave the “like” button a more prominent position at the top of the post to hopefully even the score a little bit.

Is B2B Content "Likeable"?

Digital Body Language

With all the discussion about Facebook's new "Like" (or "Recommend") button for the web, I thought it would be worthwhile running a small experiment to answer the following question: Do the readers of B2B content share more on Twitter or Facebook? have reduced the automatic "sharing" options on each post to two - one that shares on Facebook, and one that shares on Twitter.

B2B Marketing Trends for 2016

and Twitter followers. B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. know which half." Look for.

Proactive Service, Twitter, and Brand

Digital Body Language

And then I Twittered about it, part happy, part grumbly. still don't like their calendar synch, but the proactive nature of their service made me significantly more happy. A few points from this experience for any companies who are not on Twitter yet: Get out there and listen. If you're not actively listening on Twitter, on blogs, on all forms of social media, you should be. Tags: Digital Body Language Service inbound marketing Brand Twitter TripIt I said that yesterday's was my last post, but the folks at TripIt gave me a reason to write another one.

Framingham Heart Study has lessons for Twitter

Digital Body Language

So, what does this have to do with Twitter? Twitter too, has guidelines, practices, and approaches that work. The vanguard of Twitter, folks like @guykawasaki, @chrisbrogan, @armano, and @conversationage have communicated these guidelines and practices, and in doing so have made Twitter into a very effective and very popular tool for communication. But in becoming so effective and popular, the population on Twitter has fundamentally changed. The population of Twitter has changed and is changing, and the change will continue to be interesting.

Twitter, Evolution and the Cambrian Explosion

Digital Body Language

So what on earth does that have to do with Twitter? Twitter, and social media in general, may result in an equally similar acceleration in the evolution of how we all do business. With Twitter and social media, you can now see conversations happening among customers, prospects, influencers, and your competitor’s customers. Social media, and tools like Twitter have made a drastic change in our business environment. Tags: Evolution Social media inbound marketing Twitter I’ve always been a fan of the history of early evolution. Bear with me for a second.

Measuring the Unmeasurable: Influencers

Digital Body Language

Each blog comment, each Twitter conversation, each LinkedIn discussion that someone on your team has with an influencer is a relationship activity. One of the most important ways to "get the word out" and have your message discovered is to have good relationships with key market influencers. However, while this is important, it can be notoriously difficult to measure.

B2B Marketing Trends for 2016

and Twitter followers. B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. know which half." Look for.

Social Media Buzz at a Live Event

Digital Body Language

Twitter hashtag ( #EE09 ) was agreed upon by the events team over a month in advance, and was used consistently in any discussions of the event or tweets about it. These spanned many major social media properties including Facebook, YouTube, Blogs, and Twitter, and ranged from video channels to online contests. Tags: Facebook Social media Twitter Event Marketing

LinkedIn as Facebook for the Business World

Digital Body Language

By doubling their investment in the status update as a communication metaphor that Twitter and Facebook have leveraged with great success, LinkedIn seems to be attempting to become a similar communications hub for the business world. Making this shift will be difficult - Each network has an implied "hurdle" of becoming connected (Twitter is very low, for example).

6 Ways For Marketing to Help with Social Media

Digital Body Language

The "social media" person manages the Twitter handle, the Facebook page, and the blog. I can almost hear the comments already - shouldn't Marketing be "doing" social media, not "helping" with social media? Sort of. But there's more to it than that. The problem is that in many marketing teams, there's "marketing" and then there's "social media". So what can be done?

Market Relationships, Social Relationships, and B2B Marketing in Social Media

Digital Body Language

Twitter forms an interesting hybrid environment where both types of relationships exist. Tags: Facebook LinkedIn Social media Twitter B2B Marketing I just wrapped up a great book – Predictably Irrational by Dan Ariely – that discussed, among many other things, the different relationship types we have between people; especially market relationships and social relationships.

Social Media in B2B Marketing: The Importance of the Periphery

Digital Body Language

The challenging aspect of leveraging social media in your lead scoring is that you do not control the main sites of social media, such as Twitter, LinkedIn, and Facebook. Understanding whether they came in to your site from Google, LinkedIn, a community support portal, an industry Blog, or Twitter can give you some context as to why they are on your site and what they are looking for.

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B2B Marketing Trends for 2016

and Twitter followers. B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. know which half." Look for.

The Flywheel and the Lightning Strike

Digital Body Language

Sure, they have a Twitter account, and may have put up a blog and even a Facebook fan page, but the level of investment falls far shy of the amounts we invest in Google search campaigns, trade shows or sponsorships. There seems to be a bit of schizophrenia in B2B marketing these days. The excitement and interest in social media, and all it can do, is palpable. Why is this?

A Logo is Not a Brand: B2B Marketing and Social Media

Digital Body Language

If you have a reputation for poor service, addressing each individual with a complaint, as Frank Eliason did with ComcastCares on Twitter, allows you to reverse that reputation. Tags: Social media Brand Twitter B2B Marketing One recurring topic, as you would expect, is social media and the role it plays in marketing and sales. However, I would argue that the opposite may be true.

Is Foursquare Relevant for B2B Marketers?

Digital Body Language

With South by Southwest happening recently, the number of foursquare announcements on Twitter, of people “checking in” made #SXSW a top Trending Topic. Recently, I’ve been playing around with foursquare to get a better understanding of it, and think about how it might have a significant impact on B2B marketers. The motivation to do this is startlingly small.

Google, Display Ads, and B2B Marketing

Digital Body Language

With its heavy investments in social media, with the new Buzz platform , and the full Twitter feed, as well as the algorithms to understand these in real time, Google is in an enviable position. Google just pushed a tiny bit further into their long-stated strategy of making display advertising their next billion dollar business. What does this strategy mean for B2B marketers? A lot.

Dynamics of Influencers

Digital Body Language

These relationships can be maintained through much more scalable interactions – interacting on Twitter, good conversations on blogs, discussions on LinkedIn, and various other forms. One of the most important uses of social media in a B2B environment is to build and maintain relationships with influencers in your space.

The Evolution of Social Influence

Digital Body Language

Twitter’s new list feature is the most recent incarnation of this. Increasingly, social media sites are investing in ways to list, rank, and categorize participants. The challenge that is being tackled is simple; individuals do not have the same influence on their peers in all categories. Lists, however, begin to break down this influence by categories.

Marketing Automation and B2B Marketing Predictions for 2010

Digital Body Language

It’s coming around to that time of year again when we all offer up predictions for what the coming year will offer. As with any of these, it’s a guess, and entirely my own opinion. Here are some of the trends and changes I think we’ll see in the coming year. If, at the end of the year, it turns out I guessed right on a few of these, I will be happy. Sort of. What do you think?

Service Economics in a "Something Failed to Go Right" World

Digital Body Language

I don’t think I’ve been to a conference lately that didn’t have a mention of Twitter and its effect on service teams everywhere. What I mean is, the idea that Twitter and social media can, and should, be used to enhance our service offerings will almost certainly fail if we just think of it as a service team challenge. Let’s look at the math. Where will this budget come from?

Sales Enablement: A Key Goal of B2B Marketers

Digital Body Language

However, if you enjoy the content, my only ask is that you share it with others: Share this eBook on Twitter. As B2B marketers , many of us have mainly focused on lead flow to sales as our key driver. Lead flow is definitely an important and vital part of good B2B marketing and sales alignment, but it is not the only area that should be focused on.

Upcoming Challenges in Campaign Analysis

Digital Body Language

Viral Forwarding - any campaign with a successful element of social media contains content that is found interesting enough to be passed on and discussed online in forums such as Twitter. I was in a good discussion the other day about how to define the end date of a campaign that had social media elements. If, in your analysis, you need to define an end date, it can be tricky.

Interview with The Funnelholic

Digital Body Language

I had a great chat the other day with Craig Rosenberg, better known as "The Funnelholic", based on his popular blog The Funnelholic (and of course to all of us on Twitter as @funnelholic ). As I mentioned in my post, Fear of a Twitter Planet ( [link] ), if I could give the state of the union on social media, I could achieve “internet fabulous” status. I am not there yet.

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Text “WhoCares?” to 66863

Digital Body Language

On this application platform, a variety of other communication mechanisms, like Facebook, Twitter, and Foursquare continue to evolve. 2) Communication Style: in a B2B marketing context, the communication is significantly different from the personal communications of Gen Y on their mobile phones. Is Text Messaging Relevant for B2B Marketers? this post first appeared on Destination CRM ) There is a lot of discussion about whether text messaging is relevant in a B2B marketing environment. Why Text Message? First, let’s look at why text messaging is popular. But what about the Teenagers?

Marketing Automation Weekly Wrap-up - 2009/10/2

Digital Body Language

Worth considering, as it is very much in your control: [link] Louis Gray looked at Twitter's recent announcement on their Lists capability. Tags: marketing automation Social media Referrals Twitter B2B Marketing I was thrilled to see an extremely kind accolade from Pete Jakob on his B2B Marketing blog about these updates, so hopefully this week's selections don't disappoint. The pressure is on now, I realize. A few of this week's best posts tackled topics around word-of-mouth marketing. Very interesting implications to understanding true influence: [link] C.

The Buzz about Google Buzz – 6 things relevant to B2B?

Digital Body Language

You had to deliberately set up a new social service, whether Twitter or Facebook, and then actively make it part of your daily routine. Yesterday, Google announced their next major foray into social media, with the launch of Google Buzz. While the main concepts behind Buzz are very familiar with anyone who is at all familiar with social media – friends, status updates, photo sharing – the way that Google brings it all together, and their sheer weigh in the market, means that this may be quite interesting. As a B2B marketer, what does this mean? What do you think?

Interview with David Meerman Scott

Digital Body Language

For more insights from David Meerman Scott, see his blog at [link] or follow him on Twitter ( @dmscott ). I had a chance to chat with David Meerman Scott recently on a wide variety of topics. As one of the leading thinkers on social media in a business environment, his ideas, examples, and perspectives are fantastic to hear. In this interview, we talked about why B2B marketers are so hesitant to embrace “ fun ” as an element of their marketing, and why we need to think about selling to people, not amorphous businesses.

Marketing Automation Weekly Wrap-up - 2009/08/17

Digital Body Language

Scott Gillum ( LinkedIn ) from B2B Sales & Marketing Knowledge Sharing thinks about the future of articles in print publications and magazines as the formats, lengths, and chaotic flows of Twitter, blogs, and online communication become more mainstream: [link] Scott Brinker ( @chiefmartec ) from the Chief Marketing Technologist Blog with a thought provoking piece on the changing nature of branding in a social media world. Some great posts last week from the marketing automation and B2B marketing blogging community. I've enjoyed a lot, so it's hard to pick out just 10 as favorites.

Marketing Automation Weekly Wrap-up - 2009/08/07

Digital Body Language

There are so many great writers in the field of demand generation and marketing automation out there that create fresh and interesting content each week. Some are entertaining, some are practical, some are thought provoking, and they are all worth a read. Here are some of the posts I have enjoyed over the past week or so (in no particular order): Tom Pick ( @tompick ) from Web Market Central questions the quest for "Return on Investment" in social media with the concept of "Return on NOT Investing". good discussion starts in the comments: [link].

LA Fire Department has lessons for B2B marketers

Digital Body Language

mentioned it on Twitter and was quickly thanked by the good folks behind @LAFDTalk , their Twitter handle for general community engagement. Although there are examples of fires being reported on Twitter, in general people still report fires using 911. Similarly in B2B marketing, when the deal is finalized, it is usually with a direct sales person in the field, not over Twitter or any form of social media. I was in a conference session the other day and a case study on the Los Angeles Fire Department’s use of social media. think there are many. With over 80 Web 2.0

What Obama's Campaign Can Teach about B2B Marketing

Digital Body Language

First is Messaging; follow all the messaging threads and discussions that are going on, whether in the media, blogs, Twitter, etc. This is as important for B2B marketers as it is for political campaigns, as it is the best way to understand how to connect with the audience (by listening) and then establish a connection in whatever arena (blogs, Twitter, events, etc) makes sense for your audience. The folks over at the Jaffe Juice blog had an interesting post regarding Stephen Geer, Obama's lead email marketing strategist's presentation at the Email Insiders summit.

Interesting Times in The Demand Generation Space

Digital Body Language

Smaller organizations: often more nimble and innovative in their approach, and more aggressively adopting social media tools for demand generation, such as search engine optimization, blogs, Twitter, etc. I spent a bit of time this weekend reading (okay, more like skimming, I admit) a report on our recent SAS-70 audit. would be lying to call it an interesting read; detailed descriptions of our process controls, policies, and operations as a software company. But, it did get me thinking about the ongoing evolution of the Demand Generation space.

The 10 Don’ts of Twitter for B2B Marketing

KoMarketing Associates

Twitter has transformed the way that B2B marketers communicate with their target audiences by providing another place to engage, address questions, and emphasize what they stand for. In fact, Twitter is now the top social platform for B2B brand mentions , with 73% of them happening on the site. Why is it so important to avoid Twitter bad practices? JJDollarSubDay.

The ROI of Twitter, Explained

grow - Practical Marketing Solutions

Twitter is a mystery to many. You see, to really understand your return on Twitter, you might have to put away your spreadsheet … and that freaks a lot of people out. have a friend in The Netherlands who I discovered through Twitter — Kitty Kilian. Twitter simply opened the door, created an introduction if you will, that led to bigger things. Hello Kitty.

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Why You Should Consider Using Twitter for B2B Leads

Act-On

Every day there are new B2B opportunities waiting for you on Twitter, LinkedIn and the other social media channels. Many marketers recognize Twitter’s usefulness for engagement and brand awareness. B2B marketers who use Twitter generate twice as many leads as those who don’t. Some of my best sales have begun with conversations that started on Twitter,” he said. Connect.

Do I need two Twitter accounts?

grow - Practical Marketing Solutions

Do I need to have two Twitter accounts?” What is the proper balance between personal and professional outreach on Twitter?  If you are using an account to promote company and client content, is it also appropriate to carry on conversations on a personal level about sports, a great recipe or your favorite charity? Twitter can work exactly the same way. No, of course not.